Nerdy Stats for Stats Nerds

If Stats Nerds and Video Nuts had a baby…

If you are a stats nerd like me; and work in media, then this website is a treasure trove….It’s called Datareportal.

In addition to being a stats nerd, I’m also a video nut. In this post I’m going to share a few things that jumped out at me on the digital 2024: Global Overview Report. Here is the link if you want to brows for yourself.

1st thing to note is that roughly two thirds of the world in online, connected with a personal device. Nearly 95% of them are social media users. My guess is that in under developed countries devices and internet connections are shared potentially hiking the percentage to 85-90%.

What jumped out at me from this slide was the avearge global amount spend on the internet. Bare in mind, that is for work, apps like Whatsapp, and watching streaming services such as Youtube and Netflix. Taking all in consideration, I’m somewhat supersized it is not higher….No Supersize that the majority are on their phones, but well over half use it on their stationary devices also.

18.7 % of South Africans are not connected. My guess are it’s mostly infants under 2.

Note that the above slide shows reason and not time. My guess is that time spend on the internet will see a shuffle of what are evident here above.

Apparently TV is still a thing. Who know. For how long still?

Roughly speaking, just under half of the seven hours average spend online everyday is watching video. Likely, while on Facebook and Instagram you are also spending a large amount of time consuming short video content. Audio only has a respectable slice of the pie, but my thinking that a break from traditional broadcasting will see a shake up in these figures.

Here we’re getting to the crux of the matter. This is no surprise to parents with kids in the home. The more surprising thing is that add revenue penetration on TikTok has caped out at about 1.6%. I’m waiting to see what percentage YouTube – even though it’s second to TikTok, will slurp up. I predict MUCH MORE

I’d thought I’d say something about Facebook’s add reach. It might be one of the biggest platforms for advertising. But in my trials with Facebook, it generated very low quality leads. Almost none of them was converted into a sale all the while working very hard to present to the prospecting clients. In comparison Google Ads gave a 1000% higher ROI in advertising revenue spent. Jobs coming from Google search was also an easier sale. But that is just me (working in media and video production).

I almost wana say it looks like it’s more or less keeping up with inflation – this slide does not have me very exited.

For a little fun. Dogs beat Cats everywhere except on Wikipedia.

April 8, 2024April 8, 2024

Unveiling the Paradigm

In the realm of digital marketing, the term “paradigm” holds a unique significance, much like an optical illusion that challenges our perceptions. Originally, a paradigm was akin to an optical illusion, where the intended meaning diverged from its perceived interpretation, diluting its impact over time.

Consider those captivating images where one moment you see an elderly woman with a prominent nose, and the next, a young lady adorned in a fur coat. When shared with different individuals, varied interpretations emerge – from dolphins to modern dancers – revealing the fascinating nature of paradigms. What’s intriguing is how understanding the intended meaning enhances our grasp of the surrogate interpretation.

In the realm of digital marketing, we grapple with the concept of signal-to-noise ratio – the proportion of valuable information against the backdrop of irrelevant noise, akin to a subject framed against its surroundings in photography.

Yet, unlike conventional optical illusions, paradigms blur the lines between signal and noise, effortlessly swapping their roles. Just as the dolphins can seamlessly morph into dancers and vice versa, our minds navigate between these interpretations, akin to magnets snapping into alignment. This phenomenon, termed the “paradigm shift,” encapsulates the pivotal moment when our perception transitions between interpretations.

The funny thing is this:
The brain can only recognize one at a time. One shift and noise becomes signal.

But why does this matter in the landscape of digital marketing? Understanding the true essence of paradigms, rooted in philosophical origins, enables us to discern the essence amidst the clutter. It’s akin to deciphering a complex image, where our minds oscillate between clarity and ambiguity based on contextual cues.

In this digital age, where content inundates our screens and attention spans wane, the lesson resonates deeply: context holds as much weight as content. And herein lies the crux of digital marketing – leveraging the power of context to amplify the impact of our content.

Enter video – the cornerstone of modern digital marketing strategies. Video transcends traditional boundaries, captivating audiences with its immersive storytelling and visual allure. It embodies the essence of context, seamlessly integrating into diverse platforms and engaging viewers on a visceral level.

From captivating product demonstrations to compelling brand narratives, video empowers marketers to forge meaningful connections and drive action. It serves as the conduit through which brands navigate the digital landscape, harnessing the potency of sight and sound to leave a lasting impression.

Why you should care. In essence, video epitomizes the paradigm shift in digital marketing – a dynamic force that transcends conventional boundaries and reshapes our perception of engagement. As we navigate this ever-evolving landscape, let us heed the lesson of paradigms: context is king, and video reigns supreme as the catalyst for digital success.

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October 7, 2020November 3, 2020

Money To Burn

I’ve been expecting for a while now that video adverts on Face Book is a waste of money. Which is fine if you have money to burn. But the opportunity cost in lost revenue might be the greater concern if Face Book is your no. 1 strategy in online marketing.

This add was in my feed. The video looked interesting, so I clicked on it.

No Entiendo

Why this advert appeared in my feed, in a language that I don’t speak (or understand for that matter), beats me. The Face Book tanslate function gave me a clue about the topic of the video, but it is not something I’m interested in. Sure, they got me to watch it. But why was it there? I’ve wrecked my mind to figure out how the cookie bots might have gotten the idea that I might be interested in play therapy at all? The sad thing is that Face Book was happy to charge this poor client a Dollar or two for me to watch it halfway.

This right here might be the undoing of Facebook. For two reasons. One, their way of running serving are simply crap. That is to say, deciding where to display the ads. Two, who wants to look at adverts all day?

Google is Your Friend

Yes she is! Big data is walking a tightrope in dealing with all your data while as the same time looking after your privacy. Google, and Silicon Valley as a whole, are getting better at it. Youtube, being a sister company of Google are probably the best kept secret in getting best bang for your buck.

Here’s why:

You only pay for the adverts which are being watched.
You only pay for the part of the adverts being watched. If the viewer only watch half, you only pay for half.
You can (and should) pay for impressions. It is a cheap way- very low in cost – to have your brand been seen. Even if the viewer does not want to watch the whole thing. To spell it out: I’m talking about the 5 second spots or the “Skip Add” on YouTube.
Hallow effect. People might see your video ads only in passing or skip it altogether. Yet, after the 15th time the impression of your branding would have been – well, branded into their minds. That is why it is called branding and that is how advertising works.
To measure it to know. This is an old Greek philosophy adage. And it holds true. The data analytics in Google and Youtube is second to none! You will not only glean from it where it is most profitable to advertise, but also where your pays attention or goes over into action.

I’m not a betting man. I don’t have to be. They might have their faults, but for now my advertising buck goes to Youtube.

via GIPHY